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Marketing Detox: Getting Off Google AdWords PPC Crack Addiction

Learn how businesses to break your PPC addiction and use inbound marketing to generate leads online.

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Marketing Detox: Getting Off Google AdWords PPC Crack Addiction

  1. 1. Getting off Google AdWords PPC Crack<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
  2. 2. Who’s HubSpot?<br /><ul><li>Founded in July 2006 from research at MIT</li></ul>Cambridge, MA<br /><ul><li>1400+ customers, 85+ employees</li></li></ul><li>HubSpot Awards<br />
  3. 3. HubSpot Buzz<br />
  4. 4. HubSpot Customers’ Proven ROI <br />Cilk Arts Increases Leads 500%<br />Makana Solutions 3x Leads, 2x Conversions<br />VocioPays for HubSpot 30x Over with New Leads<br />Objective Management Group Grows Leads 360%<br />Bridge Group Doubles Online Leads <br />www.HubSpot.com/ROI<br />
  5. 5. Threat and Opportunity<br />1950 - 2000<br />2000 - 2050<br />
  6. 6. Outbound Marketing<br />
  7. 7. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  8. 8. More Bad News…<br />
  9. 9. The Good News…<br />
  10. 10. Inbound Marketing<br />
  11. 11. Inbound Marketing<br />Process<br />Tools<br />Get Found<br /><ul><li>Publish
  12. 12. Promote
  13. 13. Optimize</li></ul>Convert<br /><ul><li>Test
  14. 14. Target
  15. 15. Nurture</li></ul>Get Found<br /><ul><li>Content Mgmt
  16. 16. Blogging
  17. 17. Social Media
  18. 18. SEO
  19. 19. Analytics</li></ul>Convert<br /><ul><li>Offers / CTAs
  20. 20. Landing Pages
  21. 21. Email
  22. 22. Lead Intelligence
  23. 23. Lead Mgmt
  24. 24. Analytics</li></ul>Get Found<br />Convert<br />
  25. 25. Inbound Gives Leverage<br />13<br />
  26. 26. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  27. 27. Is PPC Inbound Marketing?<br />YES<br />NO<br />Not interruptive<br />Permission based<br />Leverages search<br />Not building long term asset<br />Expensive<br />Not a sustainable business advantage<br />
  28. 28. So, what’s wrong with Pay-Per-Click <br />search engine marketing?<br />
  29. 29. Organic Search Advantage<br /><ul><li> Free
  30. 30. More traffic
  31. 31. Smarter people
  32. 32. Longer lasting</li></ul>Source: Marketing Sherpa and Enquiro Research<br />
  33. 33. Organic Search Advantage<br /><ul><li> Free
  34. 34. More traffic
  35. 35. Smarter people
  36. 36. Longer lasting</li></ul>Pay Per Click – 25% of Clicks<br />Organic Results<br />75% of clicks<br />Source: Marketing Sherpa and Enquiro Research<br />
  37. 37. PPC vs. SEO<br />SEO = Working Out<br /><ul><li>More Time and Effort
  38. 38. Less $ & Long Lasting</li></ul>PPC = Liposuction<br /><ul><li>Fast & Easy
  39. 39. Expensive & Temporary</li></li></ul><li>The Math of PPC vs. SEO<br />Pay Per Click<br />Search Engine Optimization<br />
  40. 40. PPC vs. SEO<br />
  41. 41. Great Uses of PPC<br />Fast results<br />Don’t get addicted!<br />Test conversions by keywords<br />Promote short term events<br />Test new products / markets<br />
  42. 42. Agenda: Getting off the PPC Crack <br /> Publish (Get Found)<br /> Promote (Get Found)<br /> Optimize (Get Found)<br /> Landing Pages (Convert)<br />
  43. 43. Publish<br />Flickr: Annie Mole<br />
  44. 44. What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  45. 45. Where to Publish? <br />
  46. 46. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
  47. 47. A Word of Caution<br />Writing for your personas DOES NOT mean writing about the products and services you sell them<br />Write about the things they want to learn about <br />
  48. 48. 3 Keys to Blog Success<br />
  49. 49. Biggest Blogging Mistake<br />A “free” URL from Blogspot or Typepad<br />HubSpot.blogspot.com – NO!<br />HubSpot.typepad.com – NO!<br />Blog.HubSpot.com – Yes<br />HubSpot.com/Blog – Yes<br />SmallBusinessHub.com – Yes<br />
  50. 50. Blog Frequency<br />Steady readership?<br />At least weekly, more is better.<br />SEO focused?<br />Frequency is less important.<br />
  51. 51. Blog Topic Ideas<br />List of 5 ideas, trends or thoughts<br />Publish a list of links<br />Take a recent experience and share it<br />Answer questions you received recently<br />Comment on other blog articles<br />Turn a press release into a blog article<br />Check your email outbox<br />
  52. 52. Promote Your Content<br />Flickr: ClintJCL<br />
  53. 53. It’s Not Your Daughter’s Social Media<br />
  54. 54. Social Media = Networking<br />Become a real member of the community<br />Add value to the community<br />Ask and answer questions<br />More effective than live cocktail parties<br />No boundaries of time or space<br />Other people can listen in easily<br />
  55. 55. Promote Your Content<br />
  56. 56. http://Twitter.Grader.com<br />
  57. 57. Build Network - Keyword Search<br />
  58. 58. http://Search.Twitter.com<br />
  59. 59. http://Facebook.Grader.com<br />
  60. 60. LinkedIn Answers<br />
  61. 61. Optimize<br />
  62. 62. Pick Your Keyword Battles<br />43<br />vs.<br />Flickr: Simonstarr<br />Flickr: Extra Medium<br />
  63. 63. SEO<br />On-Page<br />Off-Page<br />
  64. 64. On-Page SEO<br /><ul><li> Page Title
  65. 65. Clean URL
  66. 66. Headers & Content
  67. 67. Description</li></li></ul><li>SEO = Off-Page SEO<br /><ul><li>Recommendations from friends</li></ul>“I know HubSpot”<br /> “HubSpot is a marketing expert”<br /> You trust the person saying this<br /><ul><li>Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
  68. 68. http://Website.Grader.com<br />
  69. 69. Convert<br />
  70. 70. Convert with Landing Pages<br />Target Market<br />Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).<br />A cost becomes a benefit.<br />Website Visitors<br />Leads<br />Opportunities<br />Customers<br />
  71. 71. Landing Page Tips<br />Limited navigation<br />Clear and simple<br />Form above fold<br />
  72. 72. Landing Page Uses<br />Call to action on website homepage<br />Links in all email newsletters / emails<br />Use for all pay-per-click ads<br />Next step after tradeshows or events<br />
  73. 73. Thank You!<br />Software: www.HubSpot.com/Free-Trial<br />Free Tools: www.Grader.com<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />

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